FASHION RETAILERS USE ANTI-VIRAL TECHNOLOGY FOR FABRIC TO PREVENT COVID

Only a handful of retailers in India have been bold enough to adopt this dynamic solution to provide an enriching shopping experience to their consumers. IMAGES Business of Fashion brings you a list of retailers and the innovations they have introduced…

Innovation – both interactive and engaging – has changed the dynamics of retail. In times that are tough, in order to reshape the concept of traditional retail, product innovations are gaining attention, aiding experiential retail and consumer engagement. These innovations usually fall somewhere in between the real world and the virtual world.

One such revolution is the advent of Smart Apparel.

However, only a handful of retailers in India have been bold enough to adopt this dynamic solution to provide an enriching shopping experience to their consumers. Here is the list of retailers and the innovations they have introduced:

TURMS

Turms intelligent wear is not a small step, but a giant leap for apparel as it fuses fashion and fabric nanotechnology to make life easy and comfortable with smart clothing. Every piece of apparel from Turms is infused with nanotechnology that gives the clothing a host of great functional benefits that includes anti-viral, anti-stain, anti-odor, super-stretch as well as cooling and wicking, all without compromising on comfort or the style quotient.

The range includes t-shirts – Henley shirts, crewnecks, and polos made with the world’s finest cotton, Supima – formal-wear such as poplin shirts, linen shirts as also semi-formal and casual wear, bottom-wear such as jeans, chinos, joggers and shorts, athleisure wear, winter-wear and more – all of which are crafted from the finest fabric, feature the latest trends as well as timeless classics and created using nanotechnology to make the most stylish smart wearables around.